Hifi retailer Superfi approached AWA digital wanting to increase the conversion rate for their e-commerce website. They observed that the store suffered from distracting links, leading people to non-sales funnel pages at key steps in the buying process and in their header.
The variant gave more prominence to more important elements. Trust Pilot now mentioned "over 4000 glowing reviews" instead of a rating less than 10/10 with the aim of eliminating doubt. The clearance link was placed on the left of the navigation and the search box was given a more contrasting call to action button and intuitive placeholder text.
41% Increase in sales funnel conversion rate (100% Confidence)
Giving more prominence to the more significant elements of the funnel helped to guide more users through the process.
20.4% increase in conversion rate (100% Confidence)
A significant change in user behavior was achieved by moving a link in the navigation and adjusting some short pieces of copy.
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